Waterboy, a sports social app which allows sports clubs to connect with their players and fans, is planning bigger and better things after receiving backing from business incubator The Icehouse.

The app was developed by Dunedin-based start-up Sideline Junkies, which counts former All Blacks Ma'a Nonu, Kees Meeuws and Tamati Ellison and former Wallaby George Smith among its co-founders.

Meeuws helped to design the app after he found it difficult to keep up with his children's sporting activity while he was travelling during his professional rugby career.

"Using Waterboy, my wife and other parents update the kids' games live from the sideline. They also share updates with friends and family on Facebook and Twitter, creating this big audience for our local Dunedin rugby club."

It works by turning parents, friends and family who are standing on the sidelines into a live broadcast team. Using the app, they can stream pictures, scores and commentary from the sidelines of the event they are watching. This lets family and friends who aren't actually there, share in the excitement of the match either in real time or on demand.